Just how do you encourage young drivers to take the issue of road safety seriously? Obvious, isn’t it? Get some young woman to flash her womanly assets.
What seems to simply be a rather amateurish video posting on YouTube, with the subject ‘big t**ts girls flash’, is not what it seems.
Launched online in March, users of YouTube break.com and Digg have clocked up over 4 million views for the work which sees an attractive girl in her early twenties flash….followed by an unexpected and shocking punchline.
The amateur style video was in fact produced by digital media agency ST16 Ltd for Road Safety for North West, a cross-border collaboration between Lancashire Partnership for Road Safety, Merseyside Road Safety Partnership and Greater Manchester Drive Save Casualty Reduction Partnership.
It aims to get young drivers thinking about the dangers of distraction while driving.
Surprisingly little research exists on young driver distraction, so to ensure a full understanding of the topic and of course a realistic scenario, Road Safety for North West first engaged ST16 to talk directly to groups of young people.
“The research unearthed the absolute chaos which is going on in many young drivers’ cars,” said Simon Crofts who directed the film.
“Surprisingly this activity of shouting between two moving cars was also a common theme.”
Young people were engaged throughout the project including input to the rough edit stage before it was released.
“At the edit review sessions, 90% of the audience said it would make them think twice about their behaviour when they were driving or a passenger in the car with friends,” added Producer Jeremy Stinton
The innovative and daring approach sees to have paid off for Road Safety for North West, delivering maximum return from a minimal investment.
With support from Anderson PR Ltd this film has received Europe-wide TV exposure, a ‘3rd most read of the day’ feature on The Sun online, together with a host of local reports further boosting viewings and reach.
To see ‘big t**ts girls flash’ play the video below. Warning: it does not contain nudity, just lingerie. Make your own mind up on whether that is office friendly, or not.
